Freelance branding tips you should follow from the start

By Josh Hall

Branding might not be the first thing you think of as a freelancer. Many
people presume that this is the preserve of large companies with huge
marketing budgets. But, in reality, branding is a vital task facing any
freelancer or small business owner.

Freelancers need to consider branding from the very beginning. By
thinking about the way you are perceived by potential clients you can
help to boost sales and secure your long-term business future.

Is it about you - or your company?

Freelancers and ‘one-man bands’ are faced with a major marketing
problem. Do you market yourself as an individual, or as a company?

It is common for freelancers in the creative industries to market
themselves under their own name. This is understandable; clients want to
know that they are getting your personal skills and input.

In other areas, though, entrepreneurs often choose to use a trading name
in order to give the appearance of a larger organisation. This has both
advantages and drawbacks. Some clients will prefer to deal with a
company than an individual; there is a sense that this arrangement
provides more security. If operating in this way helps you to secure
more sales, then it is probably a good thing.

But it is important to remember that branding yourself as an individual
rather than a business means that you will always be expected to be ‘at
work’. Clients will want to speak to you personally, and this can make
delegation very difficult. You will therefore need to think particularly
carefully about the way in which you manage your workload.

How can I brand myself?

Personal branding can be a challenge. Many freelancers find it difficult
to brand themselves – to the point where many simply do not bother at
all.

If you choose to market yourself as an individual rather than an
organisation, there are a few simple tips you can follow from the very
beginning to help maximise your brand value.

1. Be unique
This is perhaps the most important task facing any entrepreneur. You
know you want to be a web designer, or a copywriter, or an accountant –
but how are you going to make yourself stand out? You need to offer
something unique

2. Become a ‘thought leader’
This is one of the most effective ways of developing your personal
brand and increasing your online reputation. It is also, however, a
long-term goal and one that requires time and effort.

Thought leadership is about being at the forefront of your field,
whatever that field is. It is about being the go-to person for
information in your niche. You can help to achieve this by positioning
yourself amongst other trusted individuals. Set up a blog and interview
some of the high flyers in your industry. Make yourself available to the
press. Compile lists of great content and share them with readers. Over
time, techniques like these will help to boost your personal brand.

3. Use social media…
Social media is a vital marketing tool. At the very least, make sure
that you are signed up to Twitter, Facebook and LinkedIn. These services
help you to connect with people of interest, and make sure that you can
be heard by your peers and potential clients. By interacting with
relevant individuals on social media you can glean valuable new
information – and drum up interest in your services.

4. …but be very, very careful
It is important to remember, though, that social media has some
significant dangers. You need to be very careful what you broadcast on
Twitter on Facebook. For example, it is probably best to avoid
complaining about a client on a public forum of this sort. Similarly,
tweeting about how hung over you are is unlikely to inspire confidence
amongst potential customers who may be following you.

5. Make yourself accessible
You should make sure that you are as accessible as possible to
potential clients. If you want to stand the best possible chance of
securing business, you need to be easy to get hold of. This means
prominently displaying your email address, phone number and Twitter
handle on your website and all other marketing materials.

6. Think about your address
It is extraordinary how many freelancers and one-man-bands use Hotmail
or Gmail addresses that look like they were chosen by their kids. Make
sure that you stay away from convoluted addresses that involve anything
other than your name. Better still, register your own web address and do
away with Gmail and Hotmail for good.

7. Maintain your message
Finally, it is important to remember that your marketing message needs
to be consistent across all channels. Whether it is your website, your
Twitter feed or your answerphone message, you need to make sure that the
image you are presenting is standardised and in keeping with your brand.

Branding is an important concern for freelancers. Ignoring it is not an
option. Instead, you should be constantly considering ways that you can
make yourself as attractive as possible to potential clients.